-
In this case study, we demonstrate our expertise in driving impressive sales growth for clients in the software industry by optimising their paid search campaigns. Our team focused on enhancing the CAD software company's Google Search and Google Analytics strategies, resulting in outstanding results.
The CAD software market presents unique challenges for digital marketers. Technical buyers require detailed information, sales cycles are often extended, and competition from established industry players is fierce. Success demands not just technical knowledge of paid advertising, but deep understanding of how engineering and design professionals research and purchase software solutions.
Client Background and Challenge:
Our client was an established CAD software company serving engineering and design professionals. Despite having quality products and strong market positioning, their existing paid search campaigns were underperforming against business objectives. The company needed to increase sales volume while simultaneously improving cost efficiency—a challenge that required comprehensive campaign restructuring rather than surface-level optimisations.
Objectives:
Initial Analysis and Methodology: We conducted an in-depth analysis of the client's existing search campaigns, examining ad copy, automation, and structures. This comprehensive audit revealed several critical issues impacting performance and provided the foundation for our strategic approach.
Our methodology consisted of three key steps:
The analysis phase was crucial for understanding not just what wasn't working, but why certain approaches had failed and how to build sustainable improvements that would scale with the business.
Our analysis identified the campaign structure as the primary limiting factor preventing optimal performance. The existing setup had multiple products competing within single campaigns, creating inefficiencies and making performance optimisation extremely difficult.
We revamped the keyword and negative keyword lists, removing irrelevant terms that were driving unqualified traffic and adding high-intent keywords specific to CAD software buyers. This process involved extensive research into how engineering professionals search for software solutions and what language they use during different stages of their buying journey.
The campaign restructuring followed Google Ads best practices, with individual campaigns dedicated to specific product lines. This approach allowed for:
These changes led to a swift increase in conversion volume as campaigns became more relevant to user search intent. As we expanded the number of advertised products using the proven framework, we continued to decrease the cost per conversion through improved targeting and messaging.
The introduction of Performance Max campaigns further drove direct purchases and generated consistent leads for the sales team. These campaigns leveraged Google's machine learning capabilities while maintaining the strategic foundation we had established through the Search campaign restructuring.
To improve tracking capabilities and provide actionable business intelligence, we set up new Google Analytics assets and views with comprehensive eCommerce tracking. This implementation went far beyond basic conversion tracking to capture the full value of digital marketing efforts.
The enhanced analytics setup allowed us to report on exact Return On Ad Spend (ROAS) metrics, going beyond merely tracking the number of conversions to understanding actual revenue impact. This level of measurement was essential for demonstrating true business value and making informed optimisation decisions.
Key components of our analytics strategy included:
Results and Performance Outcomes: Our strategies led to remarkable outcomes that exceeded initial projections and demonstrated the power of strategic campaign restructuring:
These results were achieved while maintaining lead quality and customer satisfaction, ensuring that the improved metrics translated into genuine business value rather than just improved vanity metrics.
Several factors contributed to the exceptional performance improvements:
Strategic Campaign Architecture: Moving from generic campaigns to product-specific structures allowed for much more targeted messaging and budget allocation.
Comprehensive Keyword Strategy: The combination of adding high-intent keywords and removing irrelevant terms dramatically improved traffic quality and campaign efficiency.
Advanced Tracking Implementation: Proper revenue attribution provided the data needed for informed optimisation decisions and clear business value demonstration.
Performance Max Integration: Leveraging Google's automated campaign types alongside our strategic foundation expanded reach while maintaining efficiency.
Continuous Optimisation Approach: Regular analysis and refinement ensured that improvements were sustained and built upon over time.
This case study underscores our expertise in optimising paid search campaigns to drive significant sales growth for clients in the software industry. With a focus on improving Google Search and Google Analytics strategies, we were able to deliver outstanding results for the CAD software company.
The success of this campaign demonstrates that exceptional results in competitive markets like CAD software require more than tactical adjustments—they demand strategic restructuring based on deep understanding of both the platform capabilities and the target audience behaviour.
The 400% increase in conversions and 635% ROAS achieved for this client showcase the potential for dramatic performance improvements when campaigns are built on solid strategic foundations and supported by comprehensive measurement infrastructure.
